judgecorp writes: "Apple, Google and employers are already contravening new new European Union rules that will require companies to get explicit permission from users before any geo-location data can be used to track them,whether for the purposes of targetted advertising, or monitoring employee behaviour. This could be the start of the next big privacy argument.The hopes of companies planning to use geo-location data to push products and services to mobile device users have taken a beating in the European Union, following a pronouncement from the European Data Protection Supervisor (EDPS) Peter Hustinx."Link to Original Source

The EU looks like it will be harder-hitting than the US. The difference is that the US government officials are allowing themselves to be influenced by Google and Apple whereas the EU has taken its lead from a privacy/human rights stance - which is right and proper